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TikTok Expands its ‘Creativity Program’ Funding Initiative to More Regions

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TikTok Expands its ‘Creativity Program’ Funding Initiative to More Regions

TikTok has announced an expansion of its Creativity Program, its latest creator funding initiative which aims to get its top stars paid, in order to keep them posting to the app.

After rolling out the program to all U.S.-based creators back in May, TikTok’s now expanding its Creativity Program Beta program to users in Brazil, France, Germany, Japan, Korea, and the U.K.

The initial beta Creativity Program was launched with selected U.S. creators back in February, and is essentially the next evolution of TikTok’s Creator Fund, providing more monetization opportunities for the app’s top creators.

Though it does have a different focus to the original Creator Fund.

As per TikTok:

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The Creativity Program is designed for you to create longer, high-quality videos and unlock real-world opportunities. This program offers higher cash incentives with earnings based on qualified views, giving you the potential to earn 20 times the amount previously offered by the Creator Fund.

So more money for more content, while also incentivizing a broader content focus in the app.

Which will be a welcome addition for some of the top TikTok stars, and those who haven’t drifted off to YouTube as yet. Though the thresholds for entry remain fairly steep.

In order to qualify for the Creativity Program, you need to have at least 10,000 followers in the app, and have generated 100,000 video views in the preceding 30 days.

Depending on your perspective, and where you are in your TikTok development, that could be a lot, but for those that do meet these requirements already, it’ll provide another means to generate income from their efforts, giving them more incentive to focus on building their presence in the app.

Will that be enough to keep creators aligned to TikTok, instead of moving to greener pastures?

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Providing adequate incentive, via revenue share, has been a key challenge for the app, because while interest in short-form video continues to rise, you can’t just chuck in pre- and mid-roll ads on 30 seconds long clips. That makes direct content monetization more difficult, which is why TikTok’s been leaning into other elements, like live-stream donations, and in-app shopping, in the hopes of providing supplemental income opportunities for its stars.

But you can make direct money from your long-form content on YouTube, which also has Shorts to drive users to your channel, while Facebook and IG also offer more direct revenue streams. TikTok doesn’t yet have the means to rival them on this front, but maybe, through dedicated funding programs like this, it’ll be able to provide more pathways to keep its top talent paid.

And a lot more users are now set to qualify for entry. The program is still in its early stages, but if you’re interested, you can learn more about the TikTok Creativity Program here.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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